B2B SEO Marketing Services
Define how your market understands the problem.
The New Digital Discoverability Playbook
Search is where categories get explained.
Before buyers choose vendors, they try to understand the problem itself — how it’s defined, what language surrounds it, and which perspectives feel credible. SEO is (still) a proven system that shapes those explanations at scale.
But more systems are emerging.
PAN is a B2B SEO marketing agency that helps technology and healthcare brands define their market in language buyers recognize, trust, and repeat.
We don’t treat SEO as a race for rankings. We treat it as a discipline for establishing relevance across traditional search and AI search. The acronyms — SEO, GEO, AIO — may be different, but your goal should be the same: Help buyers find you.
This focus on digital discoverability is key; it’s what drives our approach and it fuels every SEO program that we kick off.
Traditional search isn’t dead. It’s evolving. And we know what it takes to win in the zero-click age.
A B2B SEO Marketing Agency Built for Market Definition
B2B search behavior isn’t linear.
Buyers research over time. They compare sources. They look for patterns and signals that tell them whether a brand truly understands the issue at hand. Increasingly, they rely on summaries — from AI overviews, analyst notes, and peer commentary — rather than clicking through every result.
That means SEO can’t just match keywords. It has to shape meaning.
As a B2B tech SEO agency, PAN designs SEO strategies that help brands frame problems clearly and show up as credible guides within complex categories. This is SEO that supports how real B2B decisions get made.
Our B2B SEO marketing services include:
SEO Strategy & Topic Authority Development
We identify (A) the themes your brand needs to own and (B) the search behaviors that support them.
This goes beyond head terms or surface-level keywords. We map topic clusters, supporting questions, and intent signals across the funnel to ensure your content reinforces a clear narrative of expertise.
Thought Leadership–Led SEO Content
We translate original thinking, executive perspective, and category insight into search-optimized content that still feels human. That includes cornerstone pages, insight-driven articles, research summaries, and narrative explainers designed to perform without flattening your voice.
Narrative & Terminology Alignment for Search
We audit how your category is being described, then align your on-site language to reinforce a consistent way of explaining the problem. This includes terminology choices, framing patterns, and conceptual hierarchy across pages, not just keywords.
Research-Led SEO Campaigns
Original research is one of the strongest relevance signals a B2B brand can create. PAN designs research programs with SEO performance in mind, from survey design and insight framing to content packaging and distribution.
Search engines reward originality. So do buyers.
Technical SEO & Site Foundations
Thought leadership can’t perform if the foundation is weak. Our SEO work is supported by deep technical expertise, including site architecture, crawlability, internal linking, and performance optimization. We ensure your most important ideas are easy to find — for humans and machines alike.
SEO Measurement & Visibility Reporting
Rankings alone don’t tell the full story. We focus on visibility, topic coverage, and momentum — tracking how your brand appears across priority themes and where visibility gaps still exist. This allows SEO insights to inform content, PR, and demand strategies instead of living in a silo.
Built for Search Today and AI Discovery Tomorrow
SEO still holds value. But it no longer works alone.
The same principles that make SEO effective — clarity, structure, authority, and consistency — now directly influence how brands appear in AI-generated summaries and answer engines. That’s why PAN designs SEO programs that naturally extend into AI Optimization (AIO).
Our SEO strategies ensure your content:
- Can be accurately summarized without losing meaning
- Holds up when extracted from its original context
- Reinforces the same narrative across search engines and AI tools
- Signals credibility to both human readers and large language models
Strong SEO is now a prerequisite for strong AIO. And our work is designed to support both, intentionally.
Why Brands Choose PAN as Their B2B Tech SEO Marketing Agency
SEO is crowded with sameness.
Our approach isn’t.
PAN focuses on engineering relevance — ensuring your brand appears in the right conversations, framed in the right way, at the right moments. We look beyond rankings to understand how language, topic depth, and narrative consistency influence trust and recall.
This approach helps you build authority that compounds, rather than chasing short-term gains that disappear with the next algorithm update.
SEO is very much alive and more important than ever, especially for AI discoverability. At PAN, we prioritize technical website health and answering user search intent strategically with content to get B2B brands, their products and services, and their subject-matter experts found by their target audiences.
Katherine Weedman, Senior Content Strategist at PAN
